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| Author: | Farrell, M. Schroder, B. |
| Title: | Influence strategies in organizational buying decisions |
| Journal: | Industrial Marketing Management
1996 : JUL, VOL. 25:4, p. 293-304 |
| Index terms: | STRATEGY BUYING ORGANIZATIONAL DECISION MAKING |
| Language: | eng |
| Abstract: | This study examines the effectiveness of seven influence strategies in influencing purchasing decision outcomes in the selection of the services of an advertising agency. Findings from 150 purchasing decisions provide an insight into the effectiveness of influence strategies. Managerial implications for both buyers and sellers are presetned. It ha been argued that effective managers are able to influence decision outcomes. The results of the study should be of interest to any marketer responsible for marketing a professional service. |
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